On blogging Web sites, trust is usually built on the basis of the reliability of the information provider.

Institutional trust provides impersonal structures such as technical standards and technical mechanisms to both parties, thereby ensuring successful communication transactions [89]. If users feel assured about the success of their transactions based on situational cues such as an explicit privacy policy, third-party certification, and programs such as BBBOnline and e‑Trust, their trust in the e-vendor will increase.